CRM drives growth at UK converter

Leading UK converter IML Labels & Systems has increased efficiency in all aspects of its business by a comprehensive implementation of Shuttleworth’s Customer Relationship Management software. Andy Thomas reports

IML Labels & Systems, a leading UK supplier of high performance labels, entry tickets and branding badges, has experienced steady growth by specializing in labels for high temperature, steel, chemicals usage and a wide array of weatherproof and durable tags and ties. IML’s expertise in this field is recognized globally and its products are used throughout Europe, the Middle East and Asia. It is a privately owned business consisting of two main manufacturing centers – labels, tags and tickets produced at Chapeltown in Sheffield and injection moulded badges at Shirebrook, Nottinghamshire.

A key investment has been upgrading its Customer Relationship Management (CRM) software to a new and powerful solution from Shuttleworth Business Systems.

‘CRM is a very powerful business tool,’ explains Shaun Higgins, managing director of IML Labels. ‘Every contact with a customer from enquiry through to shop floor production and delivery is logged as an "event" on the system. The entire package is "event driven" and we can monitor and gather data which is used to produce everything from estimates and job sheets to invoices. With our previous system, many of these processes were performed manually with information having to be repeatedly input into Word documents. The new CRM package from Shuttleworth now means that the entire process is practically paperless, with information being turned from enquiries to job sheets on the system within seconds, without any risk of human error.’

Any member of staff in the organization can access a customer’s details at any time. This includes estimates, quotes, work in progress or even on-going or previous problems or non-conformities. ‘The CRM tools give IML complete instant traceability of any customer’s activity,’ says Higgins. ‘This has reduced manual admin time and allowed our staff to focus on customer-driven interaction, improving utilization of human resources and increasing accuracy. It has even helped us to keep going during the recent severe weather conditions as access via a laptop enables the entire sales team to keep abreast of all developments, wherever they may be based.’

Enhanced Reports

Another significant benefit of the CRM module is detailed reports it can generate. ‘We have taken the basic standard templates and personalized them to our own requirements,’ explains Higgins. ‘Shuttleworth has provided us with the knowledge and assistance to implement these adjustments, giving on-going support and training as required. We can look at anything from performance of customers and marketplaces to specific sales figures based on regions or individual performance and use this information for accurate forecasting, rebates, incentive schemes and vital future budgeting.’

The automated nature of the CRM package enables IML to turn enquires to quotes within an average of two minutes. ‘The new system has reduced time spent on the estimating process and of course the production notes are instantly available and ready to go once an order has been placed,’ says Higgins. ‘We have also been able to consolidate our purchasing team, as the system provides a live template-based report, again within seconds, highlighting which orders are to be placed with the most appropriate supplier; it can then turn this into a live purchase order. The system has helped to improve efficiencies with suppliers by recording all purchasing activity which is used to make educated buying decisions.’

IML is also using the CRM software to improve its marketing communications, targeting activity through a series of e-mail campaigns, mail shots and personalized correspondence.

The Future

Higgins says the new CRM system has been instrumental in raising IML’s turnover in the last 12 months to £3.55 million compared with £3.2 million in the previous year. ‘We have reduced the number of low margin jobs, increased weaker margins and used the system to improve efficiencies in many areas such as estimating and buying. Any savings are reflected directly in customer pricing structures.’

Pictured: Shaun Higgins, managing director of IML Labels

This article was published in L&L issue 3, 2011